The Work:

Chewy wanted to be part of the excitement of Tough Mudder and bring a pet presence to the sport of obstacle racing. Plus, Chewy also wanted to bring Landmark, a new brand of dog food, to audiences interested in nutrition, performance and the outdoors. 

The result is Ruff Mudder, a mini obstacle course made just for dogs to run with their humans, presented by Landmark, an ultra-high protein dog food and Chewy brand. 

I developed the branding copy for the event, including signage at the photo-op finish line. I also lead the copy side of the branding and packaging for the actual food bags, which you can see on display, which involved coming up with the name of the brand as well as the names of the recipes, all inspired by a love for the outdoors.